ReMarketing-Churchill2013-fordistribution

Copyright 2013 KeyRelevance LLC 1
Site Remarketing
- A Second Chance
to Convert
Christine Churchill
KeyRelevance
@KeyRelevance
@ChrisChurchill

• President of KeyRelevance, LLC
• Member of Founding Board of Directors of
Search Engine Marketing Professional
Organization (SEMPO)
• Member of the Founding Board of Directors of
the Dallas/Fort Worth Search Engine Marketing
Organization (DFWSEM)
• Columnist at Search Engine Land & Web
Marketing Today
• Longtime Speaker & Instructor, Search Engine
Strategies, PubCon, and Search Marketing
Expo Conferences
• Over 15 years online marketing experience
Speaker: Christine Churchill

What is Site Remarketing?
• Powerful technique to reach out
to people who have previously
visited your web site
• Gives you a second chance to
re-engage the visitor who got
away
• Allows you to tailor relevant
messages and offers to prior
visitors as they travel the web
visiting sites in the Google
Display Network
@ChrisChurchill

Benefits of Site Remarketing
• Keeps your brand top of mind
• Increases the effectiveness of other
promotions
– Allows you to take advantage of all the prior
promotion efforts you have previously done
to bring visitors to your site
– Adds value to promotion “sunk costs”
• Provides a way to get a very
targeted offer to the visitor
– Gives you a way to send highly tailored
follow-on messages to a visitor who has
come on to your site based on their behavior
– The right message at the right time
– Fast response time improves conversion
@ChrisChurchill

Benefits of Remarketing (cont)
• Can increase repeat sales and
cross selling
– Is a great way to act as a reminder for
items that are consumable or have life
spans
– Gives business owners a way to cross
sell related or complementary products
• Helps recapture lost sales
– it can bring back customers who may
have gotten distracted or interrupted
when they were on your site
@ChrisChurchill

How Important is the Recapture?
• Forrester Study (2010) found 96% of
people who visit a website leave without
completing the actions marketers want
them to take
• 70% of people abandon their shopping
cart without completing a purchase
• Harris Poll (2013) found 56% of
American say they proactively research
companies online before they buy
@ChrisChurchill

Need for Repeat Messaging
• Consumers may be growing
more skeptical of marketing
communications
• According to the “2013 Edelman
Trust Barometer,” 8 in 10
“informed citizens” from around
the world need to hear
information about a company
more than twice before they’ll
believe it
@ChrisChurchill

Site Remarketing
(How it Works)
z
• Place JavaScript code on web page
• The code tags a visitor to the site with
a cookie
• You create lists of people
(“audiences”) to target based on
behavior, product viewed, etc.
• Lists accumulates at least 100 users
on it
• Google shows a relevant ad to people
browsing the web based on prior
visit behavior while on your site
@ChrisChurchill

Remarketing Example:
• You have an online shoe shopping site
and an AdWords account with Google
using retargeting
• Visitor visits your site (organic or paid)
and looks at ladies dress shoes
– Page viewed includes Google
Remarketing JS code which generates
a cookie
• Visitor visits another site (say, a horse
site) in the Google Display network
• Google retrieves cookie and
determines to show your company’s
shoe ad
@ChrisChurchill

Before You Start
• Develop a marketing list that identifies every
behavior a visitor can do on the site that you
would want to focus on in your remarketing
– Examples
• Visitor who abandoned a cart
• Visitor who bought a product
• Visitor who visited a product page
• Visitor who downloaded a white paper
• Develop ads that are relevant and compelling
– Custom messaging works
– Gives the right message at the right time
@ChrisChurchill

Remarketing Ideas
• Branding to Stay Top of Mind
• Abandoned Shopping Carts (Recapture)
• Cross Selling
• Trial Reminder
• Promotion of a marketing campaign (sale, survey,
contest, etc)
• New Product Launch or Upgrade
• Seasonal or holiday focused ads
• Special deals – “Friday Night Specials”
• Product Categories (or even products)
• Sequential Offers
• Custom Combinations
@ChrisChurchill

Abandon Cart Reminder
• Develop messages to address possible
reasons for abandonment
• Top Reasons (according to 2011 Forrester
Study)
– 44% Shipping & handling too high
– 41% I was not ready to buy item
– 27% I want to compare prices on other sites
– 25% Price was higher than I wanted to pay
– 24% Was saving items in cart for later
– 22% Shipping & handling costs too late in
checkout process
@ChrisChurchill

Cross Sell Lists
• Offer complementary related
products in ads
– Customer buys orthopedic dog
bed
– Use list to tell buyers about
other products such as joint
meds for dogs, rhinestone
collars, nutritionally complete
dog bones, etc.
@ChrisChurchill

Trial Reminder Lists
• Develop a list for people who signed up for
trial of software or for a new product test
• Close to trial ending period start showing ads
for the product reminding the person of the
benefits
• Reminds people about your product
• Complementary to email reminders
• Principle of scarcity – trial going away often
motivates people to take action
@ChrisChurchill

Custom Combinations
• Allows you get really granular in your
targeting
• For example if you want to target everyone
who came to your web site but haven’t
converted
– Create two lists
• List A is a list of everyone who came to your web site
• List B is a list of everyone who converted
– Set Up Custom Combination
• Combined list is everyone who came to your site but
didn’t convert
@ChrisChurchill

Sequential Discount Offers
• Can have successive ads at different time
durations
– Ex: Set up multiple audiences segregated by
date (0-1 week, 1-2 weeks, etc) using custom
combination lists
• Develop ads for each time segment
– Ads could address different reasons for not buying
– Could increase discounts over time
• Works great for people on the fence to go
ahead and buy
@ChrisChurchill

Audience Membership Duration
• Cookie length can be set (how long will they be in the list)
– Default is 30 days, 540 days maximum
– Each audience membership duration can be set to a shorter time
• Keep in mind - each remarketing list requires 100 “cookied”
visitors before ads will show. This means Lists can grow
stale before the first ad is displayed.
– For best results abandoned carts should be retargeted relatively
quickly and expire quickly
– Long windows are helpful for products that are consumable (like
printer ribbons or paper), or that have frequent upgrades such as
software
– If traffic slow, may need to target more general behaviors such as site
or category visits
@ChrisChurchill

Keys to Successful Remarketing
Appropriate
• Show ads in an appropriate venue
• Don’t pitch to the converted (unless cross selling)
Timely
• Too soon or too late is less effective
Precise
• Slice your audience fine and show exactly the right ad
– target by SKU or specific product
– develop ads to match
– lots of work to implement broadly (use triage 80/20 rule)
@ChrisChurchill

Say “No” to Creepy
Use
frequency
capping or ad
scheduling to
prevent over-
showing ad
@ChrisChurchill

Use Remarketing with Good Judgment
Pew Survey: 68% View Targeted Ads Negatively;
59% Have Noticed Targeting
@ChrisChurchill

Final Remarketing Tip
• Building audiences take
time
• Be proactive. Even if you
don’t want to do remarketing
now, start developing lists
so you have them in place if
you decide to do
remarketing at a later date
@ChrisChurchill

Thank You!
Christine Churchill
www.keyrelevance.com
info@keyrelevance.com
Phone: 972-429-1222
@KeyRelevance
@ChrisChurchill
@ChrisChurchill

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